1.
Marketing research is best defined as a set of techniques applied by specialists in survey design or statistical methods.
2.
The key advantage in using an MIS is that it makes information continually available and accessible.
3.
A marketing information system is an organized way of using "one-shot" research projects to gather, access, and analyze information that will help marketing managers make better decisions.
4.
Marketing research details may be handled by staff or outside specialists, but the marketing manager must know how to promote communication and cooperation in getting the information required.
5.
Intranets are common in firms of all sizes.
6.
A decision support system (DSS) is a computer program that makes it easy for a marketing manager to get and use information as he or she is making decisions.
7.
Marketing managers who have decision support systems probably don't need search engines also.
8.
Decision support systems that include marketing models allow the manager to see how answers to questions might change in various situations.
9.
The scientific method is a decision-making approach that focuses on being objective and orderly in testing ideas before accepting them.
10.
Hypotheses are statements of fact about relationships between things or what will happen in the future.
11.
The marketing research process is a five-step application of the scientific method that includes: defining the problem, analyzing the situation, getting problem-specific data, interpreting the data, and solving the problem.
12.
Defining the problem is usually the easiest job of the marketing researcher.
13.
Developing a list that includes all possible problem areas is a sensible start to the situation analysis step.
14.
Gathering primary data about the problem area is part of analyzing the situation.
15.
Secondary data is information that is already collected and published.
16.
Much secondary data can be found on the internet.
17.
Even though there's a lot of secondary data on the Internet, there are no good tools for finding it.
18.
Standard website search engines can miss important databases.
19.
Almost all U.S. government data is available online and in inexpensive publications.
20.
The Statistical Abstract of the United States is a good source of primary data.
21.
The Statistical Abstract of the United States is an excellent source of secondary data in print form, but unfortunately it is not yet available on the Internet.
22.
A written research proposal is a plan that specifies what marketing research information will be obtained and how.
23.
Misunderstandings between marketing managers and technical experts can be avoided by using written research proposals.
24.
The two basic methods for obtaining information about customers are questioning and observing.
25.
Qualitative research seeks in-depth, open-ended responses.